Today Digilant was named QAG 2.0 compliant by the Interactive Advertising Bureau, signifying leading approaches to self-regulation and compliance. The IAB Quality Assurance Guidelines (QAG) help establish trust between buyers and sellers in a complex and ever-changing digital advertising ecosystem. The mission of the Quality Assurance Guidelines Program is to reduce friction and foster an environment of trust in the marketplace by providing clear, common language that describes characteristics of advertising inventory and transactions across the advertising value chain.
QAG provides transparency for buyers, enabling them to buy advertising with confidence. The program was created through joint efforts by buyers and sellers and represents the buyers’ voice to sellers in defining terms for seller disclosure.
This weekend is Mother’s Day. If you’re like most of us, you’re probably still trying to find the right gift. And that’s precisely what Digilant set out to understand. What do last-minute Mother’s Day shoppers look like online?
Last-Minute Mother’s Day shoppers are 260% more likely than the average online shopper to reside in a property built within the past 12 months and 74% more likely to be interested in home improvement. They are 110% more likely to be interested in weightlifting equipment, 87% more likely to be in market for an espresso machine and 58% more likely to be interested in the NHL.
And if May rain has you down, have no fear because last-minute Mother’s Day shoppers are 106% more likely to be in market for a hotel in Tahoe Vista, California, or Top Sail Beach, North Carolina, and 97% more likely to be in market for a raincoat and 126% more likely to be in market for a suitcase.
So, what is all this telling us? That it’s time to stop watching hockey in favor of getting our mother’s a gift! Happy Mother’s Day everyone.
San Francisco living has taught me that every neighborhood (even every street) has a different temperature; it’s usually windy, and you should always carry a sweater. Needless to say, I use my weather app very frequently and see a lot of ads as a result. What frustrates me are not the ads themselves, but their blatant lack of relevance and targeting. I have been bombarded with ads for men’s shaving products, pet accessories, and home improvement stores. Yup, that was a wasted, and probably costly, impression on a pet-less, woman who is not the least bit handy.
Since working in digital, and specifically since working for a real-time bidding platform, I’ve seen the space evolve to one where ads can in fact be served to a relevant and targeted audience, however many companies are not taking advantage of the capabilities currently available.
According to Forbes, in 2014, mobile advertising is expected to see a $5 billion dollar increase in spend over last year, and of that, at least $1 billion is expected to come from RTB. Large publishers and technology companies within the RTB space have clearly recognized that mobile is the way of the future. Some have even acquired already established mobile companies, and made sizeable investments into cross-device targeting. These folks are finding new ways for advertisers to deliver targeted messages on mobile devices, and the situation is only going to be helped when companies like Apple provide limited access to user IDs. Mobile advertisers need to think smart when it comes to mobile and test frequently as new advances continue to perpetuate the space. With the release of Digilant’s new Mobile Algorithm, we are heading in the right direction of being able to accurately serve mobile ads to specific audiences, so the next time I open my weather app, I won’t be seeing any more dog collar ads.